Why your marketing strategy needs video

Maddy Lindup

Maddy, our Content Executive, crafts the words and visuals that lift brands.
In every client brief, you’ll see her signature: compelling content paired with standout graphics. She leads with her heart, blending kindness with top-tier professionalism. And when she’s not nailing client work? She’s delving into all things witchy.

In eight years, the number of businesses creating video content has increased by 41%.

That’s 91% of businesses.

Why?

Because they know the power of video marketing.

Nearly half (44%) of people would rather watch a short video to learn more about a product or service. 82% of people have been convinced to buy a product or service by watching a video. 87% of consumers say video quality impacts their trust in a brand.

The brilliant thing about video is that you can use it for whatever purpose you want. No matter what you want to shout about or convey, it has unlimited potential to spread the word.

And it can work for every business.

Benefits of video in your marketing strategy

The benefits are endless. Like watching the end credits of Lord of the Rings. We’ve got some that stand out, though. But you’ll only reap these benefits if your strategy is on point. You’ve got us though, so you’ll be grand.

1. Brand awareness and engagement

70% of businesses see an increase in brand awareness
95% of what you say in video will be digested compared to just 10% for written content
Videos help paint your brand in the way you want it to be perceived
Video is the best way to evoke emotional responses from people, which generates more engagement

Before we carry on, Lucy made this exercise to help you understand what video content would perform well for your business.

2. Analytics and data

The more time spent on your site through watching videos, the more Google will take a liking to you and rank you higher
You can increase SEO rankings by including keywords in video content, titles and descriptions
83% of people prefer video content than written when looking for an answer to a query—meaning more views and a better chance of conversion
Videos boost your search engine rankings by adding trusted backlinks from YouTube and other video platforms
Video marketing keeps your strategy relevant and hopping on trends can quickly boost follower growth with the right timing

Tip: Don’t lose sight of what you create video content for. Stay relevant to your audience and your goals to maintain authenticity, build trust and ensure that your content resonates with viewers—leading to more meaningful engagement and sustainable growth.

Return on Investment (ROI)

While high-quality video production can be expensive, the return on investment can be significant due to increased engagement and conversions
Video ads often perform 25% better than static ads in terms of click-through rates and conversion rates, leading to a better overall interaction rate and ROI
LinkedIn users are 20 times more likely to share a video than any other type of post

It’s not all about the facts and figures. Video content is super fun to get involved in. You can re-purpose video content too by cropping certain parts of it for a social post, using quotes from it, or using the video as a call to action on your social media posts. Most importantly, your nan is more likely able to watch your videos and be filled with pride for a reason, not just because she knows you have a job

Exploring video marketing for your business

You’re probably a tad overwhelmed, unsure where to start with video marketing. Maybe you’re worried about being late to the party?

There could be a million videos out there from your industry that don’t scratch an itch that your videos will. It’s about doing it strategically, not just doing it to do it.

Here’s a simple step-by-step guide to help you start your video marketing journey.

Step 1: Map out the purpose of the video/s by deciding the outcomes you want to achieve—whether it’s building brand awareness, driving engagement or increasing conversions. It it for a product, service, customer spotlight?

Step 2: Decide if it’s a small enough job to do internally or if you need agency help

Step 3: Appoint a budget

Step 4: Find the best fitting agency (if you choose this route) to execute the work. Do you want animated or do you want actual people?

Step 5: Work with your team or an agency to ensure your video strategy aligns with your goals and objectives. Map out how you’ll achieve your intentions for the video through content, SEO and branding

Step 6: Keep a close eye on the results of the video. Check the data and analytics to inform your next steps

A spotlight on our work

Back in July 2021, we collaborated with Totally Local Company to set out what they wanted to achieve from their marketing efforts.

The main goals were to:

Become a more commercially focused business

Realise growth

Demonstrate value and future opportunities to stakeholders

Creating video was part of that strategy. We weaved videos throughout the website to bring originality and create an emotional connection between the brand and the customers, whilst helping to support written content. Read about the full project here.

Where do you go from here?

Here’s what you should do next.

Broaden your understanding and watch our recent webinar where we’re joined by our video expert friends, Ben from Studio 91 and Jordan from Studio AntiGravity. Guess what? You’ll learn about creating your OWN video with advice from a professional videographer.

Like we told you before, it’s easier to retain information from a video than it is from copy 😉